Malaysian Consumer Perceptions on Halal and Dining Habits

In Malaysia, consumer choices in food and dining habits reflect rich cultural and religious diversity. Halal principles profoundly influence purchasing, especially for Muslims. Malay consumers prioritize JAKIM Halal certification across various products, however in the absence of the indicator what other factors do Muslims look out for? This article also explores regional consumer behavior, examining variations in preferences and spending habits of consumers. 

Methodology 

This survey was conducted from 23rd February to 11th March 2024 using Vodus’ proprietary OMTOS online survey method that enables a survey audience sampling reach of 17 million Malaysians (53% of population) through a network of major online media platforms. In total, Vodus has surveyed 19,697 respondents nationwide to generate data and insights that accurately represents the Malaysian consumer population.  

Consumer Preferences and Considerations 

In Malaysia, where cultural and religious diversity is deeply ingrained in the fabric of society, navigating consumption choices is of utmost importance for many consumers. For Muslim consumers, adhering to Halal principles in their purchases is not just a preference but a fundamental aspect of their lifestyle.

Malay demographics will make sure that their purchases for beverage, food, personal care, skincare, and cosmetics will have JAKIM Halal certification while other demographics are usually indifferent to the existence of HALAL certification in their purchases. 

It is no surprise that approximately 60% of Malaysians will consider purchasing beverage, food, personal care, and cosmetics only if there is at least Muslim employees or JAKIM Halal Certification for the intended purchase. 

A considerable number of consumers in the Central Region, which comprised of Selangor and Federal Territory of Kuala Lumpur as well as Putrajaya, are indifferent towards consideration when purchasing beverages, personal care, and cosmetics. Central Malaysia, particularly Kuala Lumpur and its surrounding areas, is highly diverse, with a significant population of various ethnicities and religious backgrounds. While Islam is predominant, there are also sizable non-Muslim communities. This multicultural environment fosters a degree of acceptance towards Western-style products that may contain alcohol-based ingredients. In the Central region, consumers are more tolerant in accepting beverages, personal care, and cosmetic products with claims of alcohol or pork free due to their exposure to Western influences and the diverse practices within the region. 

On the other hand, the East Coast states (Kelantan, Terengganu, and Pahang) have a dominant Malay Muslim population and Islamic principles play a central role in the daily lives of residents. The influence of religious leaders and institutions in shaping societal norms and values contributes to a stricter adherence to Islamic dietary laws, including Halal requirements.  

Spending Habits and Budgeting 

Dining out is not just about satisfying hunger, it’s a cherished cultural experience that reflects the nation’s diverse culinary landscape. From bustling hawker stalls to elegant fine-dining establishments, Malaysians have an abundance of options when it comes to indulging their taste buds. However, the willingness to spend on dining out varies among individuals and is influenced by a multitude of factors.

On average, Malaysians are willing to spend around RM161 on eating out per month. Gen Z (aged 25 – 34) is often characterized as a generation that values experiences over possessions, and dining out is no exception. Gen Z is more likely to spend more than average on eating out especially for socializing activities, culinary exploration, and convenience.  

Meanwhile, Youths (aged 18 – 24), Gen X (aged 45 -54) and Boomers (aged 55 and above) prefer to eat at home and spend less than average on dining out. This might be because of financial constraints, family responsibilities, and health consciousness when eating out. Gen X and Boomers may have a family responsibility and prioritize dining at home as a way to bond and save money, rather than dining out. They are also more conscious and concerned about the nutritional content of restaurant meals. They may prefer home-cooked meals where they have control over ingredients and portion sizes, rather than dining out where menu options may be perceived as less healthy or balanced. 

Eating Habits and Beliefs 

The way we eat is often shaped by a combination of habits, preferences, and deeply held beliefs. From maintaining a balanced diet to seeking out plant-based options and prioritizing organic choices, our eating habits reflect not only our nutritional needs but also our values and beliefs surrounding food. 

Over half of Malaysians prioritize maintaining a balanced diet and portion control. Maintaining a balanced diet is important to the Millennials (aged 25 – 44). This age group may consist of individuals who are more actively engaged in their careers, raising families, or pursuing personal interests. As a result, they may prioritize maintaining a balanced diet to sustain their energy levels and support their busy lifestyles. On the other hand, those aged 45 and above may have more stable routines and fewer external commitments, leading them to focus more on portion control as a means of managing their weight and overall health. 

Malays, as well as consumers in Southern and East Coast regions of Malaysia, often prioritize organic and natural foods and recognize the nutritional benefits of certain ingredients due to cultural traditions. Traditional Malay cuisine places a strong emphasis on fresh, locally sourced ingredients, such as fruits, vegetables, herbs, and spices. There is a deeply ingrained cultural appreciation for natural and minimally processed foods, which are perceived to be healthier and more wholesome. This cultural heritage shapes dietary preferences, leading to a preference for organic and natural foods among Malays and consumers in the Southern and East Coast regions of Malaysia. 

Health-conscious Decision Making 

In today’s health-conscious world, more and more people are paying close attention to the food they eat. From looking at labels to choosing nutritious options, making healthy food choices is becoming increasingly important for our well-being. Fresh fruits, vegetables and lean proteins are most prioritized when selecting healthy foods. Fresh fruits, vegetables, and lean proteins are often perceived as natural, whole foods that provide essential nutrients in their unprocessed form. Many people prefer these options because they offer a straightforward and recognizable source of nutrition without added ingredients or processing. 

Accessibility is a huge factor influencing people’s choices when it comes to food components. Fresh fruits, vegetables, and lean proteins are often more readily available in grocery stores, markets and restaurants compared to whole grains, dietary supplements, plant-based alternatives, and superfoods. This accessibility makes it easier for individuals to incorporate these foods in their daily diets.  

In contrast, whole grains, dietary supplements, plant-based alternatives, and superfoods may not always be readily available or prominently features in stores and restaurants. While they may be found in specialty health food stores or sections, they may not be as accessible or affordable for everyone. 

Sustained energy is the main benefit sought by Malaysians across all healthy food components. Malaysia’s tropical climate can be hot and humid, which can be physically demanding and lead to dehydration and fatigue. Opting for food components that provide sustained energy helps individuals cope with the heat and humidity, ensuring they remain energized and hydrated throughout the day. 

Secondary benefits vary across each healthy food component. Heart health is the secondary benefit sought out by those who take dietary supplements such as vitamins, minerals, and herbal extracts. Dietary supplements are viewed as a proactive approach to maintaining good health and preventing chronic diseases, including heart disease. 

The secondary benefit of seeking physical performance enhancement through plant-based alternatives and superfoods can be attributed to several factors. Many plant-based alternatives and superfoods are known for their ability to provide a natural energy boost, which can enhance physical performance during exercise or strenuous activities. Ingredients such as maca root, matcha green tea, and spirulina are renowned for their energizing properties, helping individuals feel more alert, focused, and energized.  

Fresh fruits and vegetables are associated with disease prevention as well as weight management benefits. Fresh fruits like berries and vegetables like leafy greens are packed with essential vitamins, minerals, and antioxidants. These nutrients help support the immune system, promote healthy cell function, and reduce the risk of chronic diseases. Most fresh fruits and vegetables are also low in calories and high in fiber, making them ideal choices for weight management. 

For more info on our state-level and demographic deep dive analysis, or if you want to know more about our proprietary OMTOS survey technology, please contact us in the form below or email us at contact@vodus.com